It actually encourages readers to stay.

Many companies make the opt-out link hard to find by using small font and placing it at the bottom of the message.

But that only builds distrust, said Google’s analytics evangelist Avinash Kaushik in a recent report.

His tests found that a clearly-stated, prominent unsubscribe buttons result in the fewest opt-outs.

Plus, customers will trust your company more when they see it’s easy to stop your e-mail, said Kaushik.